ProductCamp Berlin 2015 - Talk "If you trust me, say 'Hello'!" by Katrin Sauer
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I held this talk about how product owners can gain their stakeholders' trust at the ProductCamp 2015 in Berlin. These slides also include the collected discussion results.
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ProductCamp Berlin 2015 - Talk "If you trust me, say 'Hello'!" by Katrin Sauer
- 1. If you trust me, say „Hello“
- 2. Stakeholders
- 3. What are Stakeholders? What are Stakeholders: •a person, group or organization with an interest in a project •people in and outside of the organization
- 5. PO and Stakeholders Product Owner •responsible for the product •has to make decisions •has to deliver product increments Stakeholder •are responsible for their topic •depend on the PO (either because the need to have something implemented / need the input to plan…) •their perception: PO has the power You want (need?) them to trust you => if they don’t trust you, they will question every decision you make => they might even work against you
- 7. I am willing to rely on your actions (which will happen in the future). I’m giving up control Product Owner Stakeholder
- 8. What is trust? • One party (trustor — stakeholder) • is willing to rely • on the actions of another party (trustee — PO); • the situation is directed to the future. • In addition, the stakeholder (voluntarily or forcedly) abandons control over the actions performed by the PO. https://en.wikipedia.org/wiki/Trust_(social_sciences)
- 9. Uncertainty
- 10. Uncertainty As a consequence, the stakeholder is uncertain about the outcome of the actions; the risk of failure or harm if the PO will not behave as desired. they can only develop and evaluate expectations. https://en.wikipedia.org/wiki/Trust_(social_sciences)
- 11. I am willing to rely on your actions (which will happen in the future). Product Owner Stakeholder
- 12. People want to trust
- 13. People want to trust •it makes life easier: •less pressure (if I can give you the responsibility, I do not have to take care of it anymore) •social life more predictable (if I know how you will behave, I will have less social stress) •easier to work together (they don’t want to fight either!) https://en.wikipedia.org/wiki/Trust_(social_sciences) People want to trust
- 14. What makes them trust?
- 15. What makes them trust? What makes people trust? In-group favoritism — We trust people we consider part of our „group“ (ingroup favoritism / Social identity approach)
- 16. It’s a long term thing
- 17. Now, what can I do to win their trust?
- 18. What can we do to win their trust? To gain their trust we have to make them think positive about ourselves (on a somewhat emotional level) We have to improve their experience with us
- 19. Care about them and their issues
- 20. Help them
- 21. Forget titles
- 22. Tell them your goal
- 23. Be reliable
- 25. Be transparent
- 26. Be consistent
- 27. It’s easier if they like you
Hinweis der Redaktion
- Intro-Text on website Very often, the perspective of product owners towards their stakeholders is "me vs. them". This usually is extremely exhausting. So I would like to discuss with you ideas and ways to build trust with your stakeholders. Let me tell you a little story: In one of the companies where I worked a product owner, product management and marketing got together every three month to plan the marketing campaigns. All POs presented their plans for the next couple sprints and discussed marketing ideas. Usually, when I was up, I was scrutinized: „What exactly are the features? Are you sure that you can make that…?“ - no matter how well I prepared. A colleague of mine who had been at that company a little while longer, basically never got that. She presented her plans, everybody nodded and … next one. Eventually, I asked one of the people from marketing why — And his simple answer was: I know that I can trust her. Spiel: Turn around and tell the person behind you „Hello, I trust you because…“ How did it feel?
- What are Stakeholders a person, group or organization with an interest in a project people in and outside of the organization
- Product Owner responsible for the product has to make decisions has to deliver product increments Stakeholder are responsible for their topic depend on the PO (either because the need to have something implemented / need the input to plan…) their perception: PO has the power You want (need?) them to trust you => if they don’t trust you, they will question every decision you make => they might even work against you
- One party (trustor — stakeholder) is willing to rely on the actions of another party (trustee — PO); the situation is directed to the future. In addition, the stakeholder (voluntarily or forcedly) abandons control over the actions performed by the PO.
- As a consequence, the stakeholder is uncertain about the outcome the actions; the risk of failure or harm if the PO will not behave as desired. they can only develop and evaluate expectations.
- People want to trust Why: it makes life easier: less pressure (if I can give you the responsibility, I do not have to take care of it anymore) social life more predictable (if I know how you will behave, I will have less social stress) easier to work together (they don’t want to fight either!) I have also read somewhere, that it’s a physical thin (neuro biological structure in our brain) We’re just wired that way
- What makes them trust? In-group favoritism — The trust people they consider part of their „group“ (ingroup favoritism / Social identity approach) think well of strangers expect better treatment from in-group members in comparison to out-group members. this greater expectation then translates into a higher tendency to trust an in-group rather than out-group member. => indirectly: Positive references Positive references prior to the exchange increase thelikelihood of being trusted (which also works for non-personal interactions - couchsurfing) Age with age comes experience
- To gain their trust you have to make them think positive about you (on a somewhat emotional level) — ingroup improve their experience with you
- Help them with their problems They will usually present you with a solution (they came up with) sometimes the solution is fine if it isn’t find the problem and work out possible solution alternatives with them
- forget about their title forget about your title meet them at eye-level Caring / helping / eye level - that’s the influence you can take on an emotional level
- Have a clear goal if there’s not one „given“ to you from higher up, create one yourself communicate it, communicate the reasons why this is your goal (constantly) if there are several goals prioritize them and communicate the prioritization (constantly) be open to discuss your goals - and maybe even adjust them (why not pin it to the wall right behind you?)
- Now for the experience - reliability just like Christmas comes every year (even if you forget about it - it will come) If they come to you with a problem Tell them what you will do to solve it - and then DO it if you can not do it, because life - tell them why work out a different way to solve their problem (Back to „help them“)
- Be honest if you have a problem, tell them if you don’t understand them, tell them if you are too hung over to get into that topic right now - tell them and reschedule!
- Be transparent show them your backlog (why not pin it to the wall right behind you?) volunteer information explain to them what other requirements you have to work on tell them who the other stakeholders are get your stakeholders together and discuss in the group how to deal with the requirements don’t hide important details if you can’t give information, say so and tell them why
- be consistent — (remember, it’s about experience) approach all your stakeholders similarly keep all the other aspects (helping / reliability / transparency)… up
- It’s easier if they like you If they are sceptical, it’s work
- Caring helping eye level reliable honest transparent goal consistent QUESTIONS: Which of these aspects seems the most important one to you? What do you think - how many of your stakeholders trust you? And why? How much does a PO have to trust the stakeholders?